Businesses need to work on mobile websites, study suggests

The results of a new study from customer data specialist ForeSee suggest that the UK’s businesses have some work to do to bring their mobile websites and apps in line with their desktop equivalents.

ForeSee spoke to around 460,000 British households as part of the survey. Each respondent used a scale of 0-100 to rank the service they had received from the websites and applications of ten of the country’s biggest retail firms.

It was found that across the retailers, conventional websites scored an average of 77 satisfaction points, while their mobile counterparts scored just 73.

ForeSee’s senior director of mobile, Eric Feinberg, spoke of the importance businesses should place in their mobile presence. He was quoted by retailgazette.co.uk as saying: “It’s important to remember that customers are using mobiles as a research medium too, to decide what products to buy from which retailers using which channels, so a less than satisfactory initial mobile experience also has the potential to drive buyers away from other channels like stores and call centres and into the arms of a competitor.”

According to econsultancy.com, the study’s results prove that customer happiness levels can impact sales significantly. ForeSee highlighted the fact that there was 10.6 per cent revenue growth between each satisfaction point.